SEO Isn't Dead, Your Patience For It Is

SEO isn’t going anywhere. This is not a personal opinion, and this is not a hot take. SEO is evolving, but that’s a given. With the introduction of artificial intelligence in our most popular search engines, we’re seeing rapid shifts in the SEO landscape, but not a decline in its relevance. A recent Forbes article, AI Is Driving The Future Of SEO: How To Adapt, notes that, “AI-powered algorithms, such as Google's RankBrain, have significantly impacted SEO by enhancing search result accuracy and personalization, leading to a more complex yet rewarding SEO landscape.”

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Search engines continue to capitalize on the information provided by optimized websites to better understand relevance and intent, ensuring that users get the best possible results and keep using that search engine. In return, well-optimized sites reap the benefits of visibility, traffic, and potential revenue, and users get exactly what they were looking for at speed. It’s a mutually beneficial system—search engines deliver a better user experience, and businesses connect with their audience more effectively.

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Here’s a quick refresh on how search engines rely on key aspects of SEO to rank and display the most relevant content:

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• Keyword Placement: By analyzing keyword usage in titles, meta descriptions, and page content, search engines determine how well a page matches a user's query.

• Quality Content: Search engines prioritize valuable, informative content that actually helps users—they even send users to the original source of information, so if you have an unoriginal take on something (e.g. you just reworded a little bit of someone else's article and published it as your own piece), then the user is still more likely to be directed to the original source of information.  

• Link Building: Backlinks from reputable sites act as trust signals, telling search engines that your content is credible and worth ranking higher.

• Site Structure & Navigation: A well-organized site helps search engines crawl and index pages efficiently, boosting visibility.

• Technical SEO: Page speed, mobile-friendliness, and clean URL structures are all factored into rankings, making technical optimization a non-negotiable.

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The takeaway? SEO isn’t some relic of the past—it’s the foundation of how search engines function. It will continue to evolve, adapting to new technologies and search behaviors, but it will never become obsolete. The only thing that’s dying is the patience to do it right. As long as people are searching for information online, SEO will keep kicking. 

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Why Are People Saying SEO is Dead?

One of the main reasons people believe SEO is dead is because they expect quick results. Unlike paid advertising, which can offer immediate visibility, SEO requires time to build authority and trust with search engines. This process can take months or even years before significant results are visible.

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Here’s why patience is crucial:

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• Algorithm Complexity: Search engines use complex algorithms that assess various factors like page load speed, mobile-friendliness, content relevance, user intent, and engagement signals.

• Competition: As more businesses recognize the value of SEO, competition for top spots on search engine results pages (SERPs) intensifies. Ranking isn’t just about having great content—it’s about outperforming competitors who are also optimizing their content.

• Content Quality & Authority: High-quality content takes time to create but is essential for ranking well. Google's emphasis on expertise, authoritativeness, and trustworthiness (E-A-T) means businesses need to consistently publish valuable content that demonstrates industry knowledge.

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Play The Long Game

SEO is a marathon, not a sprint, because search engines prioritize trust and authority. Here are some key reasons why the process is inherently slow:

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Crawling & Indexing Delays

Google, for example, has a three step search process, meaning it doesn't instantly recognize new content. It needs time to crawl, index, and assess your website’s relevance. Straight from the source, here’s a brief explanation of those stages:

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Learn More: In-Depth Guide to How Google Search Works

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Backlink Growth & Domain Authority

Earning high-quality backlinks from authoritative sources takes effort and time. These backlinks signal trust to search engines and help improve rankings. According to Moz’s Domain Authority: What is it and how is it calculated article, 

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“Domain Authority is calculated by evaluating multiple factors, including linking root domains and the total number of links, into a single DA score. A domain's DA score is calculated using a machine learning algorithm that predicts how frequently a domain appears in Google's search results compared to its competitors.” 

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If you’re interested in reputable tools to help you better execute your backlinking strategy and dive deeper into domain authority, we find SEMRush and Moz are great sources of truth. Moz has a range of free SEO tools you can try, and SEMrush has a 7 day trial you should peek at (we lean on SEMrush, among other tools,  for end-to-end execution and insights at our Austin marketing agency). 

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User Behavior Metrics & Engagement

Search engines analyze user behavior—such as click-through rates, dwell time, and bounce rates—to determine content relevance. Building engagement metrics takes months of refining content and user experience.  

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Competition in the SERPs

The higher the competition in your niche, the longer it takes to climb rankings on your search engine results pages (SERPs). Established sites with strong backlink profiles and extensive content have an edge. 

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Best SEO Strategies for 2025 & Beyond

As we previously mentioned, SEO is evolving. As we head further into 2025, here are several key SEO trends and best practices to be aware of that will shape the SEO landscape:

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Voice Search Optimization

With the rise of smart speakers and voice assistants like Alexa, Siri, Cortana, Google Assistant and more, optimizing for voice search is becoming increasingly important. The main difference between a voice search optimization strategy and a traditional SEO strategy, is found in the way we phrase questions when spoken aloud vs. writing them out. This involves:

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• Focusing on natural language queries and conversational content.

• Using long-tail keywords and question-based phrases.

• Structuring content in FAQ format to match user intent.

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AI-Powered SEO

Artificial Intelligence (AI) is revolutionizing keyword research, content optimization, and user intent analysis. SEO platforms have integrated artificial intelligence into their tools, helping marketers and business owners automate and rapidly carry out processes such as: 

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• Identifying high-impact keywords.

• Optimizing content structure based on top-ranking pages.

• Generate content that aligns with user search behavior.

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Mobile-First Indexing

Google predominantly uses the mobile version of a site for indexing and ranking. Ensuring your website is mobile-friendly isn’t optional—it’s a necessity. Key considerations include:

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• Fast loading speeds (Google’s Core Web Vitals are a ranking factor).

• Responsive design that adapts to different screen sizes.

• Optimized images and structured data for mobile users.

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Local SEO & Hyper-Targeted Search

For businesses targeting local markets, local SEO remains critical. Strategies include:

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• Optimizing your Google My Business (GMB) profile.

• Encouraging customer reviews to enhance credibility.

• Utilizing location-specific keywords in content and metadata.

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Content Experience & E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

Google rewards content that is engaging, informative, and authoritative. Focus on:

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• Creating in-depth, well-researched content that adds value.

• Establishing subject matter expertise through author bios and credentials.

• Enhancing user experience with intuitive navigation and easy-to-read formats.

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Zero-Click Searches & Featured Snippets

More users are getting their answers directly from Google without clicking on links. To capture zero-click search traffic:

• Optimize for featured snippets by structuring content in clear, concise formats (e.g., bullet points, numbered lists, tables).

• Use schema markup to help search engines understand content better.

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Your SEO Action Items & Look-Ahead

Set New SEO Expectations

To succeed in SEO without falling into the trap of impatience:

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• Prepare for the Long Game: Understand that SEO is a long-term investment that pays dividends over time.

• Monitor Progress: Use analytics tools like Google Search Console and Ahrefs to track keyword rankings, traffic growth, and user engagement.

• Stay Updated: Follow industry updates and algorithm changes to adapt strategies accordingly.

• Continuous Improvement: Regularly update old content, refresh keywords, and optimize pages based on performance insights.

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Adjusting Your Mindset, Not Abandoning SEO

SEO isn’t dead; what’s dying is our patience for it. Embracing an agile mindset while maintaining rigorous standards will be key to leveraging the full potential of SEO this year. Remember, big wins often take time, care, and frequent strategy shifts, while quick wins are good in the short-term, but don’t deliver what you need in the long-run. 

The next time you hear “SEO is dead,” ask them if they’ve searched for anything online in the past 24 hours, and when they say yes, you can kindly direct them to us. Curious about what an SEO agency can do for you? Learn more at: How an Enterprise SEO Agency Can Drive Large-Scale Results | Sangfroid! and take a look at how our SEO Services write, rank and repeat at scale.